If you don't know who you're talking to, you can't tell them a great story about your brand or about YOU.
I've spent the last 2 years aggressively searching for my tribe and learning how they talk - it's TOUGH! My ideal clients don't like to be labeled, so my years of chasing them around with a Label Maker haven't proved very fruitful. Only recently, when I've learned to think about how I buy and what would move me as a client have I been able to empathize more with my ideal clients. I could still use some work in the "Pain Development" craft - it seems so cruel to talk about customer pain
But day by day, I'm learning empathy with my market so I can tell a better, more empathetic story that rocks their shorts.